Following a competitive RFP process, Zenergy Communications has been named agency of record for the Canadian Vintners Association (CVA).
Zenergy’s Toronto office (the shop also operates out of Montreal and New York) is tasked with developing a brand identity for the CVA, which represents large, medium and small wineries across Canada. Member wineries are responsible for more than 90% of Canada’s wine production, from grape growing, farm management and grape harvesting, to wine production, research, bottling, retail sales and tourism.
Zenergy president Linda Farha said the shop’s history and understanding of the Montreal market played a large role in the win, along with the agency’s work on behalf of Carone Wines, the only Quebec-based CVA member. The shop has also worked with numerous Italian wine importers as a result of its relationship with the Italian Trade Commission.
“We’re nimble,” Farha said. “We’re not a large organization, but we’re a boutique agency that has industry experience and we have millennials and older people working here. It was kind of a combination of bringing that experience, plus the combination of our team.”
According to Farha, the CVA did a comprehensive market assessment last summer, and research revealed the organization should reach out to the next generation of wine drinkers — millennials.
“Of course we’re going to be targeting everybody, but from the study that was done last year, where this particular organization did all sorts of surveys and so on, they came up with the fact that millennials were the group that we should be targeting. So the look and feel and the approach is intended to hit those people,” she added.
The campaign is expected to launch in the fall.
